Threadless, an international online community-based t-shirt company, has announced that it increased revenue from its email marketing efforts using online CRM by 120 percent year-over-year with targeted content and promotions to segments of its online community.

Powered by ExactTarget and promoted on the Threadless website, the retailer posted the gain following a 2009 revision of its email marketing effort. Company officials said that the effort expanded the program to include more targeted campaigns driven by user-defined content and preferences.

“Threadless is about fostering our community of users, supporting their creativity and delivering the most unique, high-quality products selected by our community,” said Cam Balzer, vice president of marketing at Threadless.

Balzer said that by increasing the customization and functionality of the communications program, they are able to better serve the community members, learn from each user, improve the overall Threadless experience and ultimately drive sales.

Additionally, Threadless also launched a “Welcome Email” program as part of its email revamp. Company officials said that this introduces users to an optimized online preference center, enabling consumers to control and personalize the information they receive from Threadless.

Moreover, the company sends targeted coupons to new buyers, encouraging repeat purchases and collects customer insights via ExactTarget-powered email customer satisfaction surveys. Company officials said that Threadless also posts daily Twitter updates and Facebook (News - Alert) status updates to stay engaged with its community of designers, bloggers and buyers.

Tim Kopp, chief marketing officer at ExactTarget, said that using ExactTarget’s interactive marketing platform, “Threadless is among our growing community of sophisticated online marketers powering millions of messages a day that are mission critical to creating authentic conversations with customers that drive engagement and deliver sales in markets around the globe.”

ExactTarget is a global provider of on-demand email marketing and one-to-one marketing solutions. The company’s software as a service (Saas) technology provides organizations a single platform to connect with customers via triggered and transactional email, integrated text messaging, landing pages and social media.

Recently, the company announced a new partnership with Acceleration, a provider of consulting, systems integration and technology services, to deliver and optimize the interactive marketing campaigns of ExactTarget clients.